Disqus - Latest Comments for andrewmccluskey

Re: The evolution of marketing stems from the brand

andrewmccluskey — Wed, 11 Jun 2008 11:32:43 -0000

This is all about how thorough the brand values development process is - if you can distill the brand down to its core constructs: movement (Nike) - a specific color (UPS) - the globe (AT&T) American Singer (Kelli) - then it becomes a matter of establishing how best to represent that construct across specific media.

I believe that marketers who attempt to shape the brand to the media will ultimately lose credibility - it is the brand, and its core values that should drive the message not the media - otherwise - what makes your brand from anyone else?

There are plenty media specific Creatives who can take a construct / concept and apply it to their chosen field - that's their job. If we as brand managers can't give them clear enough direction - or a solid enough brand to start with - then we're not doing our job.

Re: The evolution of marketing stems from the brand

andrewmccluskey — Wed, 11 Jun 2008 03:01:48 -0000

I don't think the market distinguishes between media types when it comes to brand recognition - I would reckon that to put out different messages across different media would only serve to dilute the brand.

Re: Song of the Moment: Zachery Quinn - “Somewhere to Be”

andrewmccluskey — Wed, 04 Jun 2008 14:08:54 -0000

- its a pretty sweet piece - the doubling of the vocals just screams Simon and Garfunkel to me - dig the melodic turn for the final verse - thanks for the rec.

Andrew